I want to start working with online influencers to help boost my business. What is the best way to approach this?

We’re all aware of the instant powers of Instagram. Its crop of beauty bloggers are the gods of social media and for any beauty, health or lifestyle business out there, it makes perfect sense to develop a social media marketing strategy centered on influencers, in order to promote new products and services natively and authentically.

It’s critical, though, to select the influencers who are the best fit for your business. This may seem like an easy call but it has its challenges. First off, the influencers need to be truly influential. That means they need to have a sizeable number of followers on their social media accounts, but also drive engagement (for example do followers like, comment and share the content posted?)

They also need to be content creators. Their account should be appealing, creative and have a personal (and distinguishable) style. You would not want to work with someone who would post just about anything, in exchange for treatments, products or fees, but with someone who carefully plans every post, is discerning in their brand collaborations, and is keen to maintain their credibility.

It’s equally important to choose someone who is regarded as an “expert” in a specific field or topic, and has gathered a community of followers likely to be receptive to what they have to say about your business. For example, if you’re promoting a range of facial treatments, you should collaborate with an influencer who has a keen interest in skincare, knowledge of facials, and is open to posting selfies sans make-up (and looking radiant doing so) to showcase your treatments.

Once you have a wish list of influencers you’d like to collaborate with, reach out and test your chemistry.

The most popular form of collaboration with an influencer is the treatment or product review in exchange for social media mentions. It is low cost to the brand, and it offers a great opportunity to test how well your business and the influencer can work together. Make sure you schedule the influencer visit at a time that is convenient for your venue as well, and that if possible you’re present for the meet and greet.

We’re all aware of the instant powers of Instagram. Its crop of beauty bloggers are the gods of social media and for any beauty, health or lifestyle business out there, it makes perfect sense to develop a social media marketing strategy centered on influencers, in order to promote new products and services natively and authentically.

It’s critical, though, to select the influencers who are the best fit for your business. This may seem like an easy call but it has its challenges. First off, the influencers need to be truly influential. That means they need to have a sizeable number of followers on their social media accounts, but also drive engagement (for example do followers like, comment and share the content posted?)

They also need to be content creators. Their account should be appealing, creative and have a personal (and distinguishable) style. You would not want to work with someone who would post just about anything, in exchange for treatments, products or fees, but with someone who carefully plans every post, is discerning in their brand collaborations, and is keen to maintain their credibility.

It’s equally important to choose someone who is regarded as an “expert” in a specific field or topic, and has gathered a community of followers likely to be receptive to what they have to say about your business. For example, if you’re promoting a range of facial treatments, you should collaborate with an influencer who has a keen interest in skincare, knowledge of facials, and is open to posting selfies sans make-up (and looking radiant doing so) to showcase your treatments.

Once you have a wish list of influencers you’d like to collaborate with, reach out and test your chemistry.

The most popular form of collaboration with an influencer is the treatment or product review in exchange for social media mentions. It is low cost to the brand, and it offers a great opportunity to test how well your business and the influencer can work together. Make sure you schedule the influencer visit at a time that is convenient for your venue as well, and that if possible you’re present for the meet and greet.